Barrette Outdoor Living Rebrands to Own the Outside

Barrette Outdoor Living has announced a further evolution of the company’s rebranding initiative by consolidating several of its individual brands under the Barrette Outdoor Living umbrella. This includes DuraLife, Xpanse Greater Outdoors and RDI® — which is now the RDI Collection within Barrette Outdoor Living. The move is intended to leverage the full power of the American manufacturer’s brand to create more value and brand equity for the overall business.

To coincide with the brand consolidation is the launch of the company’s new brand campaign and tagline, The Outside Company. The campaign empowers homeowners to bring their outdoor spaces
to life—however they envision it—encouraging them to “step outside and live their best life.”

The idea behind the new branding is to emphasize getting outside—encouraging people to express their ‘outside side’ by bringing inside activities to outdoor spaces. “Now more than ever, homeowners are taking their inside routines out—to cook, entertain, exercise, work—making the outside, the new inside,” said Lori Miller, Vice President of Marketing at Barrette Outdoor Living. “This campaign offers compelling inspiration that helps people realize the best room no longer has to be in the house.”

The comprehensive campaign, which will debut the first week of November and run until the end of the year, encompasses traditional print and television outlets in addition to outdoor OLA/OLV advertising and social media. Ads will run on HGTV, DIY Network, Outdoor Channel, ESPN and local sports networks in select markets.